Patient

Learn, determine, find
and provoke interest

We will help you to understand a patient and find a correct approach to him.

We will show you who your patient is, draw up a detailed profile with socio-demographic indexes, mode of life, values, work and hobbies.

We will illustrate Patient’s attitude to his state of health, how perceives the disease, how his thoughts and feelings change: from initial symptoms till long-term treatment. We will study how the disease affects patient’s quality of life. We will describe and analyze patient’s ideas about the disease, attempts at self-diagnosing.

We will point out internal motives: expectations, fears, stereotypes, questions patients ask themselves and surrounding people, expectations from the visit to physician, the information they are ready to share and things they want to conceal.

We will detect details of Patient’s behavior and his interaction with the physician. We will analyze barriers and stimuli to visit a medical site, specifics of choosing a MS and a physician; indicate factors determining behavior model and the role of each factor in decision-making. We will provide detailed information about all diagnostic examinations the patient has undergone; analyze communication with physician, study information about the disease provided by the physician, patient’s questions, whether they were answered, etc.

We will inform you about Patient’s behavior in the pharmacy, outline all aspects of drug choice, understand price and switching factors, show you treatment expenses: both out-of-pocket purchases and those by reimbursement.

We will show you how the patient evaluates therapy efficacy and safety, to what extent he is satisfied with therapy, evaluate his compliance and understand reasons for non-compliance.

We will highlight all factors determining patient’s behavior model, show information sources and channels which influence his behavior and decisions: role of family, relatives, friends, colleagues, influence of physicians, pharmacists, mass media and the Internet. We will illustrate how and why a patient searched for information about treatment prescribed, patient’s guidelines, what information he trusted. We will evaluate the role of each factor in making a decision about activities: purchase, visit to physician, refusal from treatment, change of therapy and others.

Example

Generics have emerged in the market of erectile dysfunction treatment (further ED); the Client wanted to develop a renewed promotion strategy of ED drug which has been in the market already for several years. Thus, detailed information about the consumer was required – emotions, fears, expectations, journey from the onset of symptoms to treatment and satisfaction with therapy. The task was to outline reference points when decisions to visit a physician, purchase a drug, etc. are made; thus, we could obtain a clear understanding of factors influencing such decisions. As the Client had a hypothesis about a significant impact of a woman on a man with ED, it was decided to include women in the sample in order to understand their role at each stage of the journey.

MAR CONSULT team has drawn up a detailed profile of consumer and his family, detected insights, including subconscious, unrecognized needs, defined factors influencing decision-making, aspects of confidence in the information, communication channels. We have provided recommendations on places where to search for a target patient on the Internet, ways to attract attention, specifics of communication with patients and women.

By launching a new strategy, the Client managed to maintain the share in packs in the market of all drugs for ED treatment, and increase the share in the market of the original drugs.